P&G Unveils I-Dubai Center, the Company's first global retail innovation center focused on emerging markets

Dubai Government partnership to include sponsorship of Area 2071 Core Challenge Program

DUBAI: – Procter & Gamble (NYSE:PG), in partnership with the Dubai Government and in the presence of the Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed Bin Rashid Al Maktoum, today inaugurated Area 2071 as partners in an initiative that aims to transform the lives of billions through innovation across the Emerging Market retail.

P&G announced the I-Dubai Center – the company’s first global center of excellence for researching consumer and retail trends, solely dedicated to the emerging markets. In this facility, P&G will pioneer new distribution, mobile and e-commerce technologies and practices to improve product availability across the emerging world; improve customer and consumer experiences in high frequency stores with new digital tools; and win with smaller format stores customers in Emerging Markets to improve their business models.

“Today is a momentous day that shows how a cohesive and purposeful collaboration can bring about positive impact,” said His Excellency Mohammed bin Abdullah Al Gergawi, Minister of Cabinet Affairs and the Future and Chairman of the Fourth Industrial Revolution Council. “We are thrilled to announce our partnership with a company that has over a century of history in creating innovative solutions that has positively transformed people’s lives. The UAE is on a rapid path of transformation towards the Fourth Industrial Revolution and our partnership with an industry leader in innovation globally will be bring our vision to the fore” he concluded.

Area 2071 is envisaged to be a platform that brings together creative individuals, innovative companies and government entities to collaborate and create solutions to the worlds’ most challenging questions with an aim to better a future that benefits humanity through new technologies. In line with this vision, P&G will also sponsor the Core Challenge Program for the retail sector to co-create solutions that will transform the shopping experience and overall impact of the community.

P&G Indian Subcontinent, Middle East & Africa President, Mohamed Samir, said “We are inspired by the Dubai Government’s vision of making a positive impact on humanity, it is in line with ours. We want to tap into the disruptive energy and creativity that is here in this region, and bring our know-how and expertise to bring this vision to life. I-Dubai and the Core Challenge Program is the start towards the Fourth Industrial Revolution and we envision a world where consumers have access to products and services that improves their daily lives at anytime and anywhere.” 

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About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com  for the latest news and information about P&G and its brands.

For more information, please contact: 
Marwa El Shahawy
Corporate Communication Director
Procter & Gamble IMEA
Tel: (971) 56 682 1416
Email: elshahawy.mm@pg.com

© Press Release 2017